Holidays are nearly over in the EU and the SIGEU is preparing a new season. This is also a nice moment to start this blog where you will find the latest information and discussions about the issues which are addressed in the EU.
So if you are a digital analyst in the EU or working anywhere in the world, but you need to know what is happening in Europe, you’ll come to the right address. Visit us regularly to get the latest news and updates.

The SIGEU started in December 2011 to address the different problems of (web/digital) analytics in Europe. What makes it different to be working in the EU? First of all being compliant towards different laws of the different countries: e.g. the EU regulations and directives, especially the laws and regulations on privacy. As a SIGEU we want to be a beacon for working in digital analytics and provide them with information so they will be able to make clear decisions .

EU from directive towards regulation

In the near future (probably within two years) the EU will come up with one regulation towards privacy which will be one legislation for all EU countries (while by now the EU countries have different interpretations and laws on data privacy). The European political field is now working on the exact formulation and different lobby groups are active to influence this new overall regulation. As we saw in the debate in the different countries, a large part of the debate is based on misinformation. Especially information about the technical tools used to track (pixels, cookies etc.) led towards strange situations and misunderstandings. Also the work of analysts is often looked upon as if we are only in the business of selling peoples most secret information.

The SIGEU want to inform the politicians, the businesses, the analysts and the public with correct information. Therefor we try to participate in the debate as much as possible, although we are limited by lack of time, resources and budget. We are gathering information from all the analysts working with us in the different countries, and we want to do our own research.The other organizations (e.g. Privacy lobby) are funded well and have full time people addressing their points of view. But this will not stop the SIGEU. With 23 active analysts in different countries we try to do as much as possible. And the number is growing.

SIGEU not only about privacy

Part of the debate on privacy and our participation is also about the influence of the DAA: Who are you? How many people are you representing? Are you certified? are frequent questions from the spokespeople we are talking to. We also want to work on the image of our profession. Therefor the SIGEU is also trying to be as visible as possible on conferences, so we can show analysts what we are doing and to persuade them to become a DAA member.Also we are working on getting more people becoming a Certified Web Analyst™.

Looking for additional funding

As the work of the SIGEU is also of great importance for companies who  are active in multiple countries in the EU, we will be looking for more funding so we will be able to do more and have a major voice in the debate. This is something we will be working on in this fall.

SIGEU meetings

We have regular telephone conferences, but the major decisions are made during conferences were most of us meet. During informal lunch meetings we try to get as much done as possible. So when you are at a conference on analytics come and look for us. Perhaps you’ll like it so much, you’ll join us. The SIGEU is about serious stuff, but we also are having lots of fun, too.

Geddy van Elburg and Matthias Bettag